Customers have shown a higher interest in sustainable, ethically sourced products in 2025, but which of the year's favourites did you love the most?
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A panel of more than 5000 consumers was surveyed on products that displayed the highest quality, credibility and innovation in 2025.
Coles and Woolworths picked up 68 per cent of the awards, a 13 per cent increase from the previous year.
The popularity of Woolworths' Belgian Dark Chocolate with Himalayan Rock Salt and Coles' Lumbar Cloud Mattress shows that the giants' investment in non-staples is paying off.
"Of the 40 winning products in the 2026 awards. 27 were innovative products from Coles and Woolworths. Their improved showing demonstrates that investments in innovation from private labels is continuing to resonate with shoppers," Product of the Year (POY) president Sarah Connelly said.
POY research shows that 'retail hopping' was also rising, with four in five Australians now shopping at more than one retailer each month.
Health and Wellness was important to consumers with 37 per cent seeking no sugar options, 26 per cent seeking high protein and 20 per cent attracted to gut health support products.
Swiss Precision Diagnostics GmbH, Scholl, Rokeby Nutrition, Flora Food Group, and Bespoke foods benefited from that shift, and emerged as first-time award winners.
"It's always exciting to welcome new brands into the POY community, especially those who are shaking up their categories with a strong focus on consumer needs. These newcomers prove that innovation is key for Aussies, and that shoppers are eager to reward products that go the extra mile," Ms Connelly said.
Sustainability continues to rise as a purchasing driver, especially among younger generations and the employed, with three in four consumers saying ethical sourcing was important to them.
Sustainability winners included Cocobella Coconut Water Coffee for its recyclable packaging, Koala for its B Corp certification and Bespoke Foods for its sustainable sourcing of potatoes.
Ms Connelly also gave some top tips for customers who might feel overwhelmed when trying to get the most bang for their buck.
"Shopping can feel overwhelming when you're faced with hundreds of options in every aisle, so it's important to have some smart shortcuts.
"Plan ahead by making a shopping list to stay organised and avoid overspending, and be open to trying new products, as innovation often brings better value, quality, and convenience."
Dane Wilson
Dane Wilson is a journalist based in Dubbo. He is interested in sport, history, politics, people stories, and much more. If you have a story, contact him at Dane.wilson@austcommunitymedia.com.au and 0409 960 178. Instagram: danewilson2002.
